why the first screen
according to a nar report (usa, 2025), 46% of buyers start their home search online, and 70% use a phone or tablet during the search. on a phone, the first screen is almost everything a person sees before deciding to scroll on or close the tab.
the three-question rule
a person from an ad should get an answer in a few seconds: what it is, where and how much it costs or what benefit they get. if even one question goes unanswered, some people leave.
example 1: an investment resort
the goro mountain resort site currently says «the largest recreation project of the lviv carpathians». «the largest» sounds great, but what does it give an investor? «recreation» is a word from paperwork. the person gets more questions than answers.
i suggest: «an all-season mountain resort in the carpathians with an international investment model and three sources of return» and a «learn about the model» button. all-season feels stable, «a mountain resort in the carpathians» is clear even to a foreigner, and the model with its sources of return sparks interest.
breakdown: what i would change so an investor understands what they invest in
example 2: modular houses
on the old site the main word was «modular». for most brits it means something temporary or unreliable, so people didn't even scroll down. we replaced the technology with the result: «your home, built in months, not years», a turnkey house at a fixed price with a warranty.
how to sell a modular house to people who don't trust it
example 3: townhouses outside the city
a townhouse buyer wants quiet but fears ending up far from everything. so the mono first screen says «your modern townhouse», the distance to the city and a price from $900/m² right away. in a second the person knows whether it's for them.
how to find your headline
- write down the questions buyers ask your managers most often.
- find what you have that the neighbours don't. sometimes it's what you consider a weak spot.
- phrase the result for the buyer, not a feature of the project.
- check that the headline matches the ad the person comes from.
- remove every word that could be pasted onto any other complex's site.
want me to look at the first screen of your site? write to me, i'll break down what gets in the way.
get a price estimatefaq
what to write on the first screen of a residential complex website?
what it is, where it is and how much it costs (at least «from»), or the main benefit for the buyer. no generic words that fit any complex.
can i write «premium» or «unique»?
better not, unless you immediately explain what exactly. almost everyone uses these words, so they tell the buyer nothing.
how much text should the first screen have?
a headline, one short subheading with specifics and one action, for example «see floor plans» or «learn about the model».